This quote on the meaning of a brand is SPOT ON! Absolutely LOVE it! Business Consult Strategic Marketing Consultancy of IrelandTOTALLY GETS IT! And they explain it in such simple language that a lay person can grasp (I’m of course referring to the majority of clients… most of whom HAVE NO CLUE what the true meaning AND POWER of brand are, while others have a narrow view of it).

… building powerful and long-standing brands and helps that brand to continue to evolve. Every single interaction with your brand should be consistent, and remind the consumer why they should be loyal to you. It’s important that your brand values and personality come from the truth of who you are and what you’re selling.

The single biggest benefit of building a brand is not, as some people think, more sales. A powerful brand lets you command, and defend, higher prices for your products and services. The impact on your bottom line, and on the value of your enterprise, is far greater than a mere sales increase.

It has to be sustainable and you have to be able to ‘live it’ every day – not just via your packaging or logo but via your behaviour, your staff, your environment, your website, everything.